We're tempted to say 'it just is' and leave it at that. But there is method to our madness. Call them postcards, mini billboards or proclamations (our current favourite) they perform a couple of functions - aside from announcing the products and services we offer and being clear about being Cheap, Fast. Good.

1. Social ObjectsWhen you don't have much money then social media platforms present an opportunity not only to distribute ideas for free but also for people to share with their colleagues and contacts. If the information is dull and undifferentiated then that's just not going to happen. maybe it won't anyway - which is why we don't believe in over-thinking social objects. As long as they convey the idea then we're happy. That's the thing about sharing and 'viral' events - you really can't know in advance what will click. Of course we can see exactly what 'works' and what doesn't from the analytics and enquiries. We can talk about conversion in another post.

2. PracticeWe are crystal clear about the place we want to occupy in the marketing communications landscape - Cheap. Fast. Good. Idea generation is a process. When we create something it is never going to be perfect. Even the best campaigns in the world are imperfect. Some seem almost quaint or comical not too many years after they cleaned up award shows -"What were they thinking?". Fashions come and go. Today's fetish for hand-drawn typefaces and naive, children's story book style animation might seem odd in the not-too-distant future. That's why we go for signature over style. That's our signature style. Our practice. And it's fun.

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David MacGregor

This blog is a notepad of contemporaneous and sometimes extemporaneous thoughts about creativity, strategy and ideas.I also produce occasional white papers - join my mailing list to get priority on those.

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